Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 9 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

PENGARUH MEDIA SOSIAL DAN BRAND IMAGE TERHADAP MINAT BERGABUNG PADA PERGURUAN SILAT IKSPI KERA SAKTI DI KOTA SURABAYA

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  • Wildan Zafirunnaza,
  • Jimmy Ignatius,
  • Ageng Pratiwi
Wildan Zafirunnaza
STIE IBMT Surabaya
Jimmy Ignatius
STIE IBMT Surabaya
Ageng Pratiwi
STIE IBMT Surabaya
DOI: https://doi.org/10.2238/vjqmtv17

Published 2026-08-21

Keywords

  • media sosial,
  • brand image,
  • minat bergabung,
  • perguruan silat,
  • IKSPI Kera Sakti,
  • social media,
  • joining interest,
  • martial arts association
    • ...More
    Less

How to Cite

PENGARUH MEDIA SOSIAL DAN BRAND IMAGE TERHADAP MINAT BERGABUNG PADA PERGURUAN SILAT IKSPI KERA SAKTI DI KOTA SURABAYA. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(9). https://doi.org/10.2238/vjqmtv17

Abstract

This study aims to examine the influence of social media and brand image on the interest in joining IKSPI Kera Sakti Silat Association in Surabaya City. The study was conducted in response to the growing role of digital technology, where social media has become an important communication and promotional tool for building organizational image and attracting public interest. In addition, a positive brand image is considered an important factor in encouraging individuals to become part of an organization, including martial arts associations. This research employed a quantitative approach using an explanatory research method. The population consisted of residents of Surabaya who actively use social media and have been exposed to promotional content related to martial arts organizations through social media platforms. The sampling technique used was purposive sampling, involving 100 respondents. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS software version 25. The results indicate that social media has a significant influence on the interest in joining IKSPI Kera Sakti in Surabaya City. Brand image was also found to have a significant influence on joining interest. Simultaneously, social media and brand image significantly affect the interest in joining IKSPI Kera Sakti. These findings suggest that effective social media utilization supported by a positive organizational image can enhance public interest in becoming members of a martial arts association. ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh media sosial dan brand image terhadap minat bergabung pada Perguruan Silat IKSPI Kera Sakti di Kota Surabaya. Penelitian ini dilakukan karena perkembangan teknologi digital telah menjadikan media sosial sebagai sarana komunikasi dan promosi yang penting dalam membangun citra organisasi serta menarik minat masyarakat untuk bergabung. Selain itu, brand image yang positif juga diyakini mampu meningkatkan ketertarikan masyarakat terhadap suatu organisasi, termasuk perguruan silat. Penelitian menggunakan pendekatan kuantitatif dengan metode explanatory research. Populasi dalam penelitian ini adalah masyarakat Kota Surabaya yang aktif menggunakan media sosial dan pernah melihat promosi perguruan silat melalui media sosial. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden sebanyak 100 orang. Pengumpulan data dilakukan melalui penyebaran kuesioner dan dianalisis menggunakan regresi linier berganda dengan bantuan program SPSS versi 25. Hasil penelitian menunjukkan bahwa media sosial berpengaruh signifikan terhadap minat bergabung pada Perguruan Silat IKSPI Kera Sakti di Kota Surabaya. Brand image juga terbukti berpengaruh signifikan terhadap minat bergabung. Secara simultan, media sosial dan brand image berpengaruh signifikan terhadap minat bergabung pada Perguruan Silat IKSPI Kera Sakti di Kota Surabaya. Temuan ini menunjukkan bahwa optimalisasi media sosial yang didukung oleh citra organisasi yang positif dapat meningkatkan ketertarikan masyarakat untuk menjadi anggota perguruan silat.
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